Different markets call for different types and styles of logo. The logo’s personality should reflect the brand’s personality. The application of the research and the conversations will result in a design that works for that particular brand and its goals. It would be a mistake for me to design as if I was a robot producing generic brand identities. Each of us humans have unique personalities. It’s the same for brands. We should create distinct designs.
I’ve written about the process I take my freelance clients through. In this post, I want to discuss my thoughts on how to get those clients to trust the process. The first step in doing this may surprise you.
Choose The Right Clients
“Serious Inquiries Only”
There is a reason you see this when people post their business contact information.
Be selective about who you work with. Once you accept the opportunity to work with someone, that client and that project is your responsibility. In my field, I like to only work with people who understand the value and importance of design. I also love working with people whose projects will bring some positivity into the world, whether through a service or product. Take the time prior to accepting a job to evaluate how well you and the potential client fit with one another. Evaluate how well you can accomplish what is necessary for the project. Be thorough in determining what they need and establish yourself as a teammate and not a tool. Some people are simply looking for technicians while others want to invest in a specialist to join their team for a time.
Keep The Focus On Their Goals
Never take for granted their decision to reach out to you for help. Appreciate every opportunity you have to serve someone else. While appreciating, make sure you are digging. You build trust by digging deeper into their backstory and the backstory of the project. The more they can tell you are personally invested in their success, the more they trust in you as a teammate. You must be invested in their vision beyond the mere monetary transaction. As a graphic designer, I’m not chasing money. I’m chasing purpose. I feel these skills I’ve been blessed with have a purpose attached. My purpose is tied to helping others more efficiently fulfill their purpose through the visual medium. The overall goal and purpose of the project should inform every decision.
Explain The Process & Reasoning
Do your due diligence in “on-boarding” your client. Take the time to explain the process and make them feel welcomed. Just as you need to feel like a teammate so do they. Throughout the process, explain your design decisions with clarity. Also, be open to critique. Try what they may want to see before rejecting their input. Showing is always better than telling. Give options and explain why, in your professional opinion, you would go with one over another. Be the professional and take responsibility for your part in getting the project from idea to tangible reality.
At the end of the day, you need to deliver. A satisfied client will become an ambassador for you. They will go forth and tell the world of how great you are. Others will be listening and come to you with confidence and excitement. Word-of-mouth references are the best. Potential clients will come ready to trust your process after seeing how well it worked out for their friend or colleague. The equity you have built with your client will go a long way in bringing in new ones. Your positive reputation grows with each successful project – putting you in a better position to serve in the future.
The intersection of sports and design is a beautiful place. My favorite sport to watch is football yet this season was the first year I had ever participated in Fantasy Football. Fantasy Football is where you are the general manager / owner of a virtual gridiron football franchise . You draft players and manage your lineup from week to week, trying to best other virtual teams in your league. But first and foremost, you have make a name for your team – literally.
The Name & The Tagline
Coming up with creative names is one of my favorite things to do in life. I know some people do parody names or utilize creative football puns. The Stroll City Strivers are my team. Strolling refers to the tradition of performing synchronized dance and step moves to music. I learned how to when I became a brother of the MIGHTY Iota Zeta chapter of Kappa Kappa Psi at North Carolina A&T. Speaking of Kappa Kappa Psi, the Fraternity motto is “Strive for the Highest”. I also present a workshop at conventions called “Strolling & Striving In The Brilliant Light of Brotherhood”. So, naming my team the Stroll City Strivers and having #StrollAndStrive as our slogan just fits.
Figuring out how to visually interpret strolling in a logo presented a challenge. Also, designing a mascot logo in general presents a challenge for me. I usually like to create more minimalistic, symbol type brands. I don’t consider myself a particularly talented illustrator but I do like to push myself when I can. I took a photo of myself mid-stroll (“throwing a K” as we call it) and put it in Adobe Illustrator. The pen tool and I went through the photo and created vectors of the most essential parts with some creative license. I chose to use various shades of blue to highlight certain features and shadows.
The first pass of the logo and the second pass of the logo differ mainly in the text used. I posted the initial version in the Makers of Sport Slack community for feedback. Who better to get feedback from on my fictional franchise’s branding than designers who work with actual school athletic departments and professional teams. I was given some tips, including giving my wordmark more weight. I revisited the text, choosing a new font and altered it to give it some personality.
Huge salute to Brandon Moore, whose Staubachs Coffee team social media graphics served as inspiration for me to create some for Stroll City.
Instagram continues to evolve and provide new tools. The latest shift came in the form of allowing multiple full photos to be used in a single post. Your followers can now simply swipe the initial photo to see the rest in that post’s collection. With any new social media tool, this creates new possibilities on the platform. Once I updated my Instagram app and started playing around with the new feature, I wrote down a few ways multiple picture posts could be used.
Before any contract is signed, any design program is opened, any dollar sign is seen, a conversation must take place between a designer/design firm and the potential client. You must have a love of these deep conversations because they are where relationships are established and much is learned.
Know what and who you are
Your brand is your gold, as I have mentioned before. You have to mine and refine that gold to establish yourself, your organization, your company, etc. Before you can truly build and tell the story of your brand, there are some questions that you must answer. Here’s a sample of three inspired by the SHYPSI client questionnaire, used to educate the designer on the potential client and what they need.